I like how easy this is, you can add as many personas or websites as your need with no problem at all! This has been very useful in creating content marketing campaigns since we know exactly where our audience comes from (who they are!). We also use other tools such as Google Analytics which helps us track what pages of each site get more clicks so we don't just rely solely on analytics reports. If there were any downsides it would be having too much data being pulled into one report but luckily not really anything else worth mentioning. For anyone looking for something similar, try out humans.txt because its free and will give you answers to questions regarding audiences/audience reachability etc.